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2) Moreover, when I compare keywords from both the accounts, I find a HUGE difference in impressions.
The keywords from the 1st account have more than twice the no. of impressions/day as compared to the keywords from the 2nd account...this in spite of the fact that they are ranked lower!Its not as if the budget in the second case is low or something!
I don't get this!Shouldn't the impressions be almost the same?
Once, I figure this out..I'd want to get into the huge difference in conversion rate in spite of having exactly similar ads as well!
Anyone having any clue about this?
Presumably all of your campaign settings are the same. (ie content match /network/ ad acceleration etc..)
1. What are you looking at exactly to make the comparison? Doing a random search on a couple of keywords, adgroup/campaign averages, or looking at every keyword in reports from the exact same time periods?
2. I could see this happening, but tough to diagnose without seeing all the data. One keyword in a list of 100 being not exactly the same as the other account could make totals/averages look like this.
As far as the huge difference in conversion rates, I think you said there are two different sites with different landing pages. I would bet thats a large part of it. On page factors have been known to change a google adwords keyword from 1 to 5% conversion rate..probably cases where its been more.
That would account for far fewer impressions on the second account.
I had a client who had three separate businesses in the same industry - one sold products in that industry, one provided training in that industry, and a third consulting. I tried to have three separate accounts for these, but Google made me combine them into one, and I couldn't use the same keywords at the same time, even though they were three separate applications.
If you have a keyword in a campaign in account A with a budget cap of $10 and a keyword in a campaign in account B with a budget cap of $10, and the keywords are set to different bids, the following will happen, assuming there is user enough demand to always reach the cap.
Keyword A is set to $1 and keyword B is set to $.50, You can only get 10 clicks on Keyword A($10/$1 = 10 clicks)and you can get 20 clicks on keyword B because ($10/$.50 = 20) Say your click thru rate on A is 10% and B is 1%(much lower because lower on page). For A, Google will try to show your ad 100 times, so that you get 10 clicks(at 10% ctr) at $1, spending $10. For keyword B however, Google needs to show your ad 2000 times, at your click thru rate of 1%, to get 20 clicks at $.50, spending your limit of $10(20 x $.50).
Thus, Keyword A at $1 gets 100 impressions and Keyword B at $.50, at a LOWER position, gets 2000 impressions.
If your conversion rate were to be the same in both cases, you're ROI would be double AND at double the volume in scenario B. Best of both worlds.
You can always test it by temporarily turning off the first account, and see if the second one picks up.
I'm simply providing a scenario where I have seen the precise result you are describing and have no answer for, based on the parameters, however incomplete, you provide in your initial description.
At this rate, my answer is more valid and complete than your questions.
As to why the impression share would be different between the 2 accounts given that all parameters seem the same, that's a new question.